Kim Kardashian has shared a seet picture of kids North and Saint as she attempts to steer attention away from the controversial ad campaign she was slammed for earlier in the week.

On Thursday evening, the reality star and mum-of-three uploaded a picture of her two eldest kids enjoying a bath together.

"My babies," the proud mum captioned the photo of North and Saint pulling exactly the same adorable face as they stare up at the camera.

The sweet shot, which was 'liked' over three million times, was flooded with comments saying how alike the brother and sister looked.

"They look like twins beautiful babies!!!!" one fan wrote under the picture.

"My babies," Kijm wrote (Image: Instagram/kimkardashian)

Kim was slammed for plugging a diet product (Image: REX/Shutterstock)

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A second shared: "Ugh! Those faces! That complexion! So gorgeous. How blessed you are."

Days earlier Kim had been told she is a "terrible and toxic" influence on girls and young women after posting a new ad campaign promoting diet products - which has now been deleted.

Kim, who has spoken frequently over the years of her need to lose weight and tone up to get the 'perfect' body, shared a suggestive snap of herself sucking a red lolly as part of a promotion for Flat Tummy Co on Instagram.

Kim captioned the picture: "You guys… @flattummyco just dropped a new product. They’re Appetite Suppressant Lollipops and they’re literally unreal. They’re giving the first 500 people on their website 15% OFF so if you want to get your hands on some… you need to do it quick!"

The star at the Met Gala (Image: FilmMagic)

She added the hashtag " #suckit " and revealed it was in fact an paid-for advert for the company.

The lollipops are available in the US for $49 for 60 - supposed to last for four weeks - or $36 for the two-week pack, and each contain 35 calories.

The company claims the lollies "suppress your appetite" and keep "hunger under control and cravings in-check" by "maximising satiety", and urges customers to such one or two today "whenever you start to feel hungry".

Kim with North and Saint West (Image: Internet Unknown)

But fans slammed Kim's association with the brand, accusing her of sending the wrong message to young women and men who follow her every move.

One told her on Instagram: "Literally unreal? like not actually real? cuz you're right it does sound like a bag of baloney. You can afford to be choosy about what you promote, think about what you're putting out there and who you're putting it to."

Another said: "Promoting something unhealthy like this to her 111 million followers is also her responsibility considering how young girls look up to her. Now just because she posted this they will think that starving themselves is cool because 'kim is doing it'."

And actor and TV presenter Jameela Jamil reacted furiously to Kim's Insta post, taking to Twitter to get her thoughts down.

The mum has not yet responded to the controversy (Image: FilmMagic)

The picture has now been removed (Image: Kim Kardashian/Twitter)

"No. F**k off. No. You terrible and toxic influence on young girls. I admire their mother’s branding capabilities, she is an exploitative but innovative genius, however this family makes me feel actual despair over what women are reduced to," she wrote.

"MAYBE don't take appetite suppressors and eat enough to fuel your BRAIN and work hard and be successful. And to play with your kids. And to have fun with your friends. And to have something to say about your life at the end, other than 'I had a flat stomach'."